Best Ingredients In Private Label Shampoo And Conditioners [Top 5]
The right private label shampoo and conditioners can become the hero products of your hair care line.
But with so many hair product manufacturers to choose from, how can you find the wow-worthy formulas for your brand?
Here’s the secret to finding private label formulas that fly off the shelves: vetting for high-quality, clean, and effective ingredients.
From cleansing surfactants to moisturizing emollients, our guide below covers 5 must-have ingredients to look for when choosing between private label shampoo and conditioners.
1. Sodium C14-16 Olefin Sulfonate [A High-Performing, Clean, Plant-Based Surfactant]
The main function of shampoo is to cleanse dirt and oils from the hair – both for hygiene purposes and to improve the hair’s appearance.
Shampoos help achieve this cleanliness thanks to special ingredients called ‘surfactants’. One of the most high-performing and safest surfactants is known as ‘Sodium C14-16 Olefin Sulfonate’.
According to UL Prospector, Sodium C14-16 Olefin Sulfonate is a mild anionic, high-foaming, and effective emulsifying surfactant.
It works particularly well in shampoo products as it provides high-level cleansing and degreasing capabilities without drying out the skin. Its advantages include providing a strong wetting effect and acting as a viscosity enhancer and a foam booster.
Sodium C14-16 Olefin Sulfonate is easy to formulate in shampoo products as it’s compatible with other surfactants including anionic, amphoteric, and non-ionic co-surfactants.
This ingredient is composed primarily of coconut oils and acts as a clean ‘sulfonate’ sulfate-free alternative to traditional surfactant ingredients in hair cleansing formulas.
A 2023 study conducted by The Expert Panel for Cosmetic Ingredient Safety confirmed that Sodium Olefin Sulfonates are safe for use at typical concentrations in cosmetic products.
At Genie Supply, Sodium C14-16 Olefin Sulfonate is a key surfactant ingredient in our private label shampoo base product. Order samples of our shampoo base here.
2. BTMS-50 [Anti-Static, Softening, and Conditioning]
After removing all the dirt and grime with shampoo, the next step is a conditioning product that restores softness and creates a silky-smooth finish to the hair.
BTMS-50 is one of the best conditioning and smoothing ingredients to look for in private label conditioners.
UL Prospector describes (SPI)-BTMS-50 as a cationic surfactant that has conditioning, antistatic, and softening properties. Composed of plant-based oils, this ingredient is ideal for clean and vegan hair care lines.
Look for BTMS-50 on private label conditioner ingredient lists under the INCI name ‘Behentrimonium Methosulfate (and) Cetyl Alcohol (and) Butylene Glycol’.
As outlined by INCI Decoder, these three components combine to create an anti-static, conditioning, emulsifying, and solvent ingredient:
Behentrimonium Methosulfate is an anti-static, conditioning, and softening ingredient.
Cetyl alcohol is a long-chain organic alcohol that is typically sourced from palm oil and has several hair care functions: it’s an emulsifying agent, and surfactant, and has foam boosting, masking, and viscosity-controlling benefits.
Butylene glycol acts as a humectant, solvent, conditioning, and viscosity-controlling addition to hair care products. It helps products to absorb faster and spread easily while also attracting water into the hair.
Some forms of BTMS-50 are formulated without butylene glycol.
At Genie Supply, BTMS-50 is a key ingredient in our hydrating and nourishing private label conditioner base product. Order samples of our private label conditioner product here.
Genie Supply’s leave-in conditioner contains Everquat BTMS-50 (also known as BTMS-25) - a similar ingredient composed of a combination of Cetearyl Alcohol and Behentrimonium Methosulfate.
As outlined by UL Prospector, this combination works particularly well in leave-on and rinse-off conditioners, deep conditioning products and relaxers, detanglers, and hair dyes. Read more about our private label leave-in conditioner and order a sample here.
3. Brassica Copolymer [Heat Protecting and Strengthening]
Beyond cleansing and conditioning ingredients, consumers also look for hair products that can prevent or reverse heat damage.
From flat irons to curling tongs, repeated exposure to 400-degree heat results in weak and brittle hair over time. Help combat this problem by choosing private label shampoo and conditioners that are formulated with heat-protecting ingredients.
One such option is Brassica Copolymer (also known as ‘Brassica Campestris / Aleurites Fordi Oil Copolymer’).
A ‘clean’ beauty ingredient, Brassica Copolymer acts as a substitute for traditional, potentially health-damaging silicones in hair products. According to INCI Decoder, this plant-based ingredient is formed by combining canola (rapeseed) oil with tung oil.
As noted by UL Prospector, its benefits include adding shine and providing an even ‘film’ coating over the hair to prevent damage and repair frizziness. Its strengthening properties even outdo traditional silicones and it helps to prevent breakage while giving the appearance of healthy-looking hair.
There’s also some limited evidence to suggest that Brassica Copolymer can help stimulate hair growth. A 2009 Korean study found that herbal extract mixtures containing this ingredient appeared to promote hair growth in mice and could be included in treatments for alopecia or male pattern baldness.
At Genie Supply, our silicone-free leave-in conditioner contains Brassica Copolymer for added protection against heat damage and environmental stressors. Order samples of our leave-in conditioner on our website here.
4. Glycerin [A Humectant To Combat Dryness]
Although shampoos are designed to cleanse the hair of product build-up, some formulas go a step too far and strip the hair of essential moisture.
That’s why the best shampoos contain hydrating ingredients to counteract this problem.
Glycerin is a private label shampoo and conditioner ingredient that helps combat dryness.
As a humectant, glycerin helps draw moisture from the air into the skin and hair strands. The result is hair that looks and feels hydrated, shiny, and more lustrous. According to UL Prospector, glycerin also acts as an effective solvent and emollient ingredient in cosmetics.
Ideal for clean hair care formulas, many forms of glycerin are 100% vegan, and EWG rates it as having a low risk of causing cancer, allergies, and reproductive toxicity.
Glycerin isn’t just a great ingredient for the hair, it can also help improve scalp health.
Research from 2022 found that a shampoo formulated with 1% glycerin (along with 2% salicylic acid and 5% urea) significantly reduced the severity of psoriasis on the scalp by up to 69% when compared with a control.
At Genie Supply, glycerin is a star ingredient in our private label shampoo base product. Learn more about our shampoo base and order a sample to test on our website here.
5. Shea Butter [Moisturizing and Prevents Split Ends]
Combating all-over hair dryness or dullness isn’t the only concern, many are also dealing with breakage and split ends.
Quality private label shampoo and conditioners are formulated with emollient ingredients to protect the hair from split ends and help repair the hair shaft over time.
Shea butter is one such emollient that formulators choose for its natural origins and moisturizing properties.
According to UL Prospector, shea butter (listed on the INCI database as Butyrospermum Parkii [Shea] Butter) is a 100% natural cosmetic ingredient sourced from the fruit of the shea tree.
With impressive emollient properties, shea butter helps prevent split ends by smoothing the hair cuticles.
Composed of fatty acids (approximately 43.53% stearic acid and 45.77% oleic acid according to Qian et al.), shea butter offers several benefits in hair care products, including moisturizing, nourishing, softening, repairing, and soothing the hair while reducing frizz.
At Genie Supply, our private label conditioner base product contains shea butter to help restore moisture to the hair shaft and results in a smoother and silky hair texture.
In sum, five must-have clean, effective, and safe ingredients for private label shampoo and conditioners include:
Sodium C14-16 Olefin Sulfonate - a clean, plant-based surfactant for shampoo
BTMS-50 - an anti-static, softening, and conditioning ingredient for conditioners
Brassica Copolymer - a heat-protecting and strengthening alternative to silicones
Glycerin - a humectant that combats dryness in shampoo or conditioner
Shea Butter - a moisturizing ingredient that helps prevent split ends
Interested in learning more about formulating with high-quality, clean, vegan, and cruelty-free ingredients? At Genie Supply, clean and ethical beauty runs at the heart of our business.
Learn more about how we can create hair care for your business by getting in touch via email: customerservice@geniesupply.com or by calling: (812) 329-1105.